Effie Index: Unilever most effective marketer; BBDO tops agency networks

In its seventh year, the Global Effie Effectiveness Index identifies and ranks the most effective agencies, marketers and brands by analysing finalist and winner data from more than 40 national and regional Effie Award competitions. The 2017 rankings reflect a compilation of over 3,600 worldwide Effie winners and finalists announced between January 1, 2016 and December 31, 2016. 

From an inspirational cancer awareness campaign that achieved incredible success across India to a multinational telecommunications company that grew its market share throughout Europe, Effie continues to reward Ideas that Work across the globe. 

The Effie Index features the most effective Marketers, Brands, Agency Holding Groups, Agency Networks, Agency Offices, and Independent Agencies. These rankings can be filtered by region, country and product category. 

The 2017 Effie Effectiveness Index is compiled from 3,601 finalists and winning entries from worldwide Effie Award competitions between January 1, 2016 and December 31, 2016. The Index is constructed by converting every Effie award and finalist into points - 12 for a Grand Effie, eight for Gold, six for Silver, four for Bronze and two for a finalist (with contributing agencies receiving half these points). Throughout the Index, 'Country' and 'Region' refer to where a campaign ran, not the location of the agency or marketer responsible for it.  

Which companies, either independent or part of larger networks, produced the most effective work in each country and region over the past year? Which agencies, brands and marketers have achieved effectiveness on a global scale? Explore this year's rankings to find out. 

Most Effective Marketers 

Unilever jumps one spot to regain the title of most effective global marketer in 2017. It previously held the top spot from 2012-2014. Nestle moves up two spots as the second most effective marketer, while Procter & Gamble retains its third place ranking. The Coca-Cola Company slides down three spots to fourth and PepsiCo retains its fifth place ranking. Global food and beverage companies continue their dominance of the most effective marketer ranking. Along with mobile phone leader Vodafone, Mondelez, McDonald's, Mars and global furniture retail giant IKEA round out the top 10. 

Most Effective Brands 

Vodafone moves up one spot to replace Coca-Cola as the most effective global brand in 2017. After dominating the top spot for the past four years, Coca-Cola drops to second, followed by McDonald's. Pepsi moves to number four, while IKEA breaks into the top five for the first time ever, ranking fifth. A diverse range of industry sectors continue to populate the top 10. Global brands Heineken, Burger King and MasterCard along with Spanish mobile phone operator Movistar and Malaysian communications service provider, Maxis all round out the top ten. 

Most Effective Agency Holding Groups 

The top five most effective holding groups remain unchanged from 2016. WPP Group remains the most effective holding company for the sixth consecutive year, followed by Omnicom, IPG, Publicis Groupe and Dentsu. 

Most Effective Agency Networks 

BBDO Worldwide unseats Ogilvy & Mather as the most effective agency network globally. BBDO was previously ranked number one in 2015, 2014 and 2011. Ogilvy drops to second with McCann Worldgroup retaining its third place ranking. Young & Rubicam jumps up three spots to number four and J. Walter Thompson moves up an impressive four spots (from number nine in 2016) to round out the top five. 

Most Effective Agency Offices 

Sancho BBDO (Bogota) regains its title as the most effective individual agency office in 2017 behind its success for brands Fundacion Exito, HUAWEI and Visa, among other regional and global brands. MullenLowe Lintas (Mumbai) moves up three spots to number two, followed by McCann's FP7/DXB (Dubai) at number three. Ogilvy & Mather (Mumbai) drops two spots to number four and Colenso BBDO (Auckland) rounds out the top five for the first time since 2013. The top 20 features a globally diverse mix of agencies from Argentina, Colombia, Hungary, India, New Zealand, Peru, Romania, Taiwan, Turkey, UAE, and the United States. 

Most Effective Independent Agencies 

Budapest-based ACG Advertising Agency retains its title as the most effective independent agency for the second year in a row. Istanbul-based agencies Alametifarika, Blab and Güzel Sanatlar rank second, third and fourth respectively, while Madre Buenos Aires rounds out the top five. 

Regional Rankings 

The Index can also be analysed by region and the companies that ranked highest in each region in 2017 are: 

Asia Pacific
Unilever (marketer), Maxis (brand), WPP Group (agency holding group) Ogilvy & Mather (agency network), MullenLowe Lintas Group Mumbai (agency) and Hylink Beijing (independent agency). 

Europe
Vodafone (marketer), Vodafone (brand), WPP Group (agency holding group), McCann Worldgroup (agency network), Y&R Istanbul (agency) and ACG Advertising Agency in Budapest (independent agency). 

Latin America
Nestle (marketer), Movistar (brand), WPP Group (agency holding group), BBDO Worldwide (agency network), Sancho BBDO - Bogota (agency) and Madre Buenos Aires (independent agency). 

Middle East & Africa
The Coca-Cola Company (marketer), Coca-Cola (brand), Interpublic (agency holding group), McCann Worldgroup (agency network), FP7/DXB - Dubai (agency) and MINT - Dubai (independent agency). 

North America
Procter & Gamble (marketer), a three-way tie between CVS Health, truth, Walmart (brand), WPP Group (agency holding group), Ogilvy & Mather (agency network), Ogilvy & Mather New York (agency) and Heat, San Francisco (independent agency).